The ABTA travel trends for 2026 unveil a fascinating shift in UK travel behaviour, with September holidays gaining unprecedented popularity among travellers. This year, 24% of those surveyed plan to take their vacations in September, a significant increase from 17% in 2023. Traditionally favoured by older generations, this trend is now embraced by younger travellers as well, marking a new phase in holiday planning.
Photo: traveldailynews.com
Why September?
September, often dubbed “Super September,” is becoming a preferred choice, particularly for those without children. The appeal lies in the quieter atmosphere, better weather in many destinations, and often more attractive pricing as the peak summer season winds down. Among younger adults aged 18-24, the percentage opting for September holidays has jumped from 11% to 17%, while 35-44-year-olds have increased their preference from 12% to 20%. For the over-65s, the rise is even more pronounced, soaring from 22% to 35%.
The Rise of the Travel Trendsetters
At the forefront of this transformation are the 25-34-year-old travellers, dubbed ‘Travel Trendsetters’. This group places a high value on holidays; a remarkable 83% consider them the most important time of the year. Mental wellbeing plays a crucial role, with 90% asserting that holidays significantly contribute to their peace of mind. Their commitment to travel is evident, as they are more likely to venture abroad, with 84% planning overseas trips compared to a 70% average.
Adventurous Journeys by Rail
Another standout trend is the growing enthusiasm for rail travel among younger adventurers. Those aged 18-24 have more than doubled their train journeys and interrail trips, jumping from 5% in 2023 to 12% in the latest survey. This shift reflects a desire for sustainable travel options, allowing these explorers to experience Europe at a slower pace, soaking in the scenery and local culture.
Long-Haul Dreams on the Horizon
The appetite for long-haul travel is also on the rise. Approximately 48% of respondents expressed interest in visiting new destinations, with Australia, New Zealand, and the Pacific Islands seeing a notable increase in desirability. The interest among 25-34-year-olds surged from 11% to 19%, while those aged 35-44 rose from 7% to 10%. Even more impressive is the quadrupling interest among travellers aged over 65, who are increasingly seeking long-distance adventures.
Shifting Cruise Preferences
Cruises are evolving, with a notable diversification in preferences. While mid-length cruises remain popular, short cruises of up to five days have gained traction, rising from 19% in 2023 to an impressive 36% in 2025. This trend is particularly strong among younger travellers, with 57% of 18-34-year-olds indicating a willingness to consider short cruises. Meanwhile, longer itineraries of 21 days or more are becoming increasingly appealing, especially for older travellers, with interest rising from 14% to 22% among those over 65.
Adapting to New Expectations
The insights from ABTA’s annual Holiday Habits survey indicate that the UK travel market is entering an exciting, experience-led phase. With September emerging as a new anchor month for outbound leisure travel and the 25-34-year-old demographic shaping market expectations, the landscape is changing. Younger generations are prioritising sustainable, slower forms of travel and are keen to explore both familiar and new destinations.
These trends emphasise the necessity for the travel and hospitality industry to adapt, focusing on product diversification and dynamic pricing strategies to meet the evolving desires of today’s travellers.
